Financial Times sends dolls to media planners and advertisers in the 'Model customer campaign’

The ad focuses on direct marketing and digital executions. A ‘Model Customer' doll along with leaflets is sent to customers in the media and advertising sectors. The campaign targets females in the industry aged 30 and above.

The FT's Model Customer mini site has started an online competition to name the doll. The grand prize winner will win a chance to live like a VIP and stay two nights in a suit at either the Venetian Macao or Resorts World Sentosa. The campaign closes on 12 August.

Jocelyn Cripps, regional director for Asia at the FT said: "The campaign has been developed to demonstrate to media planners and buyers that the FT can deliver an affluent and sophisticated audience with multiple interests and content that extends far beyond finance." This campaign is an ongoing outreach programme.

Credits:
Project Model Customer campaign
Client Financial Times
Creative agencies DDB & Tribal DDB HK
Executive creative director Tim Cheng
Creative director Jamal Hamidi
Art directors Elizabeth Commandeur, Sum Leung
Copywriters Thomas Selby, Jamal Hamidi
Art buyer Katherine Pau
Planner Milo Chao
Senior developer Ray Law
Photographer Gary Man
Head of technology Tony Wong
Senior digital producer Elsa Li
Account director Lisa Ip
Account managers Caitlin Cheung, Bonnie Kwan
Exposure Online, direct marketing